10 Best Practices for B2B Blogging

For Business-to-Business (B2B) companies, writing frequent, thought-provoking blogs per month will attract more traffic to your site and sales leads compared to companies that do not blog. A good blog is a lot of work, but statistics support that blogs are good for business. Well written and relevant entries help establish the authoring company as a thought-leader. It is documented that B2B buyers want to hear from thought leaders. Blogs help establish your company as a thought leader. Here are the top 10 practices to adopt to ensure that your blog promotes sales for your company.

1. Have a Written Strategy and Description of the Voice for Your blog

Follow the rules for developing a good strategy and your blog will be on its way to success. State your objective for the blog, whether it be traffic to your site, brand awareness, starting conversations etc. Know who you are targeting with your blog. It is important to understand the Persona of your target including the demographics and behavioral aspects of those you want to attract. Also write down the value of your blog or what it will offer, such as industry knowledge, product use, or technical advancement for your industry.

A good blog has a consistent identifiable voice. Document what your company culture and personality are so that both can come out in your blog topics and writing style. Describe how you would like blog readers to view your company. Make sure that anyone who is writing a blog for you sees this documentation. Each blog entry should be measured against the voice description to make sure your company voice is consistent and what you want it to be.

2. Be Deliberate in the Mechanics and Visuals for your Blog Content

There is no rule about how long a blog must be. While today’s digital world works in sound-bites, an engaging blog can hold attention for 1000 words. Generally, greater engagement leads to greater brand awareness. Variety is important for how you place the words on the screen. Use bulleted copy, video, photography, infographics, subheads, diagrams and white space to break up the copy. Linking to your sites and other informational sites builds visibility for searches. It is important to plan a calendar of blog content, so that you are analyzing your communications and consistently producing your blog. As always, read your content carefully for grammar and typo’s. A sloppy blog will reflect on how the reader views your company.

3. Content: Engaging Topics, Ideas

Discuss industry issues, not your own products/services

Study your site analytics to get ideas for topics

Answer common questions (ask your team what gets asked)

Search social media including groups to see what is being discussed

Extend topics others have written about

Update your own older blogs

Survey your readers to see what they want (link from blog)

Lists – people LOVE lists, use them

Expert opinions – panel, ask same question of 3 experts

Interviews

Review relevant industry trade shows, laws, books, apps

Your stories, experiences in the industry, history

Guest bloggers

Mini “research paper” on relevant issue where bring in support from many sources to prove a point

4. Content: Style

Write in your voice

Have a point-of-view, take a stand within content (not necessarily popular view)

Mention resources like good books, other blogs, products, services, apps

Headlines are very important – focus on them

Open your blog with why the reader should care (know your reader)

Use emotional trigger and power words deliberately

End with call to action

5. SEO

Focus on non-branded keywords

Use “long tail keyword phrases” 3 words or more (see Google Keyword planner to know what everyone else will come up with)

Create eBook of related blogs (your own) and offer downloads or other repurposing of blogs such as Slideshare, Infographic, Podcast etc.

Try paid posts to reach your audience. Link back to your site/blog.

Get syndicated

Your agency can help you get your blog started and keep it on track. Make sure that you are ready for a long-term commitment of producing new blogs on a frequent schedule. Whether you write it or have it carefully written for you; a blog with interesting, rich and relevant content is good for business.

To learn more about starting your blog or to discuss how Blu Sky Creative can help with your content writing, contact us.

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Kirsten Baseley is President and CEO of Blu Sky Creative. Kirsten and her team collaborate with their clients to offer highly strategic ideas followed up with spot-on creative to improve and achieve their marketing goals. She can be contacted at bluskycreative.com, by phone at 815-708-2282 or via email at kirsten@bluskycreative.com.